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Secrets of 

Game Thinking 

harness the power of
games to drive long-
term engagement
Amy Jo Kim, Ph.D.
co-founder, Shufflebrain

As a
child
I loved
to play
As a
child
I loved
to play
But I
didn’t
love to
compete
one night
on a beach
in Greece
my creativity
was re-ignighted
I found another way to play
I developed my coop design skills
then one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
and insights
about Game
Thinking
What is
Game
Thinking?
Three Key Components
• Social Actions: Find the Fun
• Skill-building Core Loop
• 4-stage Customer Narrative
Social Actions: Find the Fun1
Fun is just another word
for learning
Raph Koster
MMO designer & author, A Theory of Fun
Fun means different things to different people
What is a game?
a system in which players engage in an
artificial conflict, defined by rules, that
results in a quantifiable outcome*
* Source: Rules of Play
Zero-Sum Game
We are opponents
I Win You Lose
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
a structured experience with rules
and goals that’s fun to play together*
* Source: The Player’s Journey (forthcoming)
We are partners
Non-Zero-Sum Game
Win-Win
Lose-Lose
Martial Arts Charity Walk
Double Dutch Pictionary
Who are your customers?
How do they like to interact?
Killers Achievers
Socializers
Explorers
Bartles 4 Player Types (1996)
Jane McGonigalRichard Bartle
Points, Badges, Levels, Leaderboards… appeal
primarily to Achievers
Compete
CollaborateExplore
Express
Content People
Social Actions Focus on Motivation
Express
Explore
Compete
Collaborate
Social Action Matrix
Content Players
Explore
Express Compete
Collaborate
Content Players
Explore
Express Compete
Collaborate
Help
Comment Like
Share
Greet
Collect
Rate
View
Review
Vote
Curate
Win Challenge
Showoff
Compare Taunt
Create
Design
Customize Choose
Purchase
Decorate
Build
Contribute
Social Action Matrix
Content Players
Explore
Express Compete
Collaborate
Help
Comment
Share
GreetCollect
Showoff
Create
Customize
Build
Contribute
Social Action Matrix
Jane McGonigalRichard Bartle
If you’re building a social app, instead of
asking “who are my player types?” ask 

“what social actions motivate my players?”
Skill-building Core Loop2
In a loop, you’re learning a
skill and updating your mental
model. That’s what leads to
player delight.
Dan Cook
Game Designer
Fake 

landing page?
Fake 

landing page?
Operant
Conditioning
AKA 

Skinner Box?
Operant
Conditioning
AKA 

Skinner Box?
X
Skill-building =
making customers
more awesome
Skill-building =
making customers
more awesome
Core Loop = 

skill-building
habit loop
Skill-Building Core Loop
Check Updates
urge to connect
with your team
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
channel &
expressions
Activity Chain
Feedback &
Progress
Investment Path
Internal
Trigger
Core Loop
Check Updates
urge to connect
with your team
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
experience
Activity Chain
Feedback &
Progress
Investment Path
Internal
Trigger
When I
need to check on my
team’s progress

I want to
see everything in one
place

So I can
stay on top of what’s
happening with less
friction & more pleasure
Core Loop
Job Story
Check Updates
urge to connect
with your team
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
experience
Trigger
Activity
Engaging
activity 

satisfies an
urge or need
Internal
Trigger
Core Loop
Feedback &
progress
promote 

learning &
mastery
EscapeTime!

urge to dive into
an escapist world
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
experience
Feedback &
Progress
Core Loop
EscapeTime!

urge to dive into
an escapist world
Read & Respond
to Updates
No More Updates
Need Attention
Customize your
experience
Investment Path
Investment 

& triggers 

pull people back
Engaged
Trigger
Check Notifications
Core Loop
BreakTime!

urge for a quick
social “hit”
Read &
Respond to
Updates
Check
Notifications

& Stats
Collect faves,
RTs & followers
BreakTime!

urge for a quick
social “hit”
Read &
Respond to
Updates
Check
Notifications

& Stats
Collect faves,
RTs & followers
Activity
TriggerEngaging
activity 

satisfies an
urge or need
Internal
Trigger
Feedback 

& progress
promote learning
& mastery
BreakTime!

urge for a quick
social “hit”
Read &
Respond to
Updates
Check
Notifications

& Stats
Collect faves,
RTs & followers
Feedback &
Progress
Investment 

& triggers 

pull people back
BreakTime!

urge for a quick
social “hit”
Read &
Respond to
Updates
Get
Notifications,

Check Stats
Investment Path
Engaged
Trigger
Check your Stats
Collect faves,
RTs & followers
PartyTime!

urge for a fun
social activity
Play a Song
Together
Get your Score,
Accolades, $$
get better, play
harder songs &
bigger venues
Core Loop
Feedback &
Progress
Investment Path
Activity
Internal
Trigger
Beat the Song
Engaged
Trigger
Skill-building =
making customers
more awesome
Core Loop =
making customers
more skillful
4-stage Customer Narrative3
Design is not just what it
looks like & feels like.
Design is how it works.
Steve Jobs
is for Enthusiastsend-to-end customer experience
Discovery
Onboarding
Habit-Building
Mastery
is for Enthusiasts
Discovery
Stage 1: Discovery is for Visitors
What is this? Is it right for me?

What’s the value proposition?
is for EnthusiastsStage 2: Onboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? 

How do I start giving & getting value?
is for EnthusiastsStage 3: Habit-building is for Regulars
Discovery
Onboarding
Habit-Building
What urge pulls me back?
What am I getting better at?
is for EnthusiastsStage 4: Mastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
What skills & knowledge have I mastered?
How can I leverage that?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Customer Narrative
conversational environment
built around
friendly, helpful
bots
extensible environment
built to enable
UGC & player
creativity
is for EnthusiastsStage 1: Discovery is for Visitors
Social Discovery
via Friends &
Colleagues
is for EnthusiastsStage 1: Onboarding is for Newbies
Learn the ropes
with a friendly bot
is for EnthusiastsStage 1: Habit-building is for Regulars
Customized group
chat with emojis,
bots & integrations
is for EnthusiastsStage 1: Mastery is for Enthusiasts
Launch a channel,
program a bot,
integrate your app
skill-building makes your customers more awesome
game thinking helps them leverage their skills
.. and helps YOU
bring products
to life with
gaming smarts
How can you benefit from Game Thinking?
Accelerate your design & development process
+
Identify & leverage the right early customers
+
Validate your ideas with a simple, compelling MVP
What We Do
accelerate your path to
product/market fit with
gaming smarts
Just Launched
Getting2Alpha Podcast
listen in as we explore how
successful creative people
bring their ideas to life
Lightning-Fast
Customer Insights
Secrets of
Game Thinking
5 Rules for
Co-op Game Design
Getting2Alpha Flipped Workshops
Thank You
Let’s stay in
touch
@amyjokim
http://amyjokim.com

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